Sunday, July 22, 2012

Online marketing trends in 2012

1. Three screen marketing

Mobile-Tab-TV

There was a time when companies
used to focus only on one screen and that is television. Companies were right in their decision as it
is one of the most influential media. People used television to get information
about NEWS, entertainment, sports and many more. However, the trend is changing
in last few months wherein consumers have started using other Media. Now, that’s
my point of discussion, the multi screen or the three different screens that
are being used by the consumers to gain information about all the topics under
the sun and even above it.

Screen 1: Television

Television,
according to the Business Standard, India is the third largest television house
hold market in the world. It has always
been a primary media for any company to contact the end user; especially in
India where they can target the entire family with an emotional touch! Ads like
Cadbury’s (is Diwali aap kise khush
karenge..?) no matter how smarter and faster phone or tablet you build, television
is here to stay in Indian household for a long long time. So, television should
be the first priority for companies who are targeting the average Indian households.

Screen 2: Tablets

Tablets, an
innovative product launched by the great Steve jobs from the house of Apple changed the way people used electronic device and the internet. “Use it as you
go”, a product between smart phone and the laptops/desktops with all of their
functionality in a compact form helped the people in many ways. In India, the
tablet market is growing at a CAGR of 71%. Near about 13 brands have already
made their presence in the country with 30 different models among which Apple
is leading the market with 52% share followed by Samsung and Blackberry with
21% and 10% market share respectively.

Screen 3:
Smartphone

Smartphone, companies
are changing their online strategy with a rapid growth in the Smartphone
market. People of all generations have started using Smartphone for better
features and an amazing internet experience. If you have been to Mumbai then you’ll find a lot of people using
Smartphone to play angry birds or watching latest movies or chatting on
whatsapp or checking their facebook updates during their journey in local
train while going to and fro office. People find it a lot useful and it’s also
economical. Today you can get a Smartphone anywhere in the range INR5,000 to
INR60,000.

2. Proximity Marketing: FOURSQUARE

Proximity Marketing: Foursquare

How do you feel
when you enter a shopping mall and suddenly receive a SMS giving you the
discount of 40% or discount on movie tickets? Well, this is possible with the
help of proximity marketing. Proximity marketing means marketing activities
that are carried out by maintaining closeness to your customer.

In proximity
marketing, marketer can send SMS via Bluetooth or WIFI in a particular area say
a radius of 40-80 meters. This allows the company to target a specific set of
customers.

For example,
when you are watching your favorite television show and you find a break time
then your first reaction would be to change the channel and watch another show
for those 5 minutes. So, consumer may not see your advertisement but, think of
the impact of discussion about say, beauty or fashion product in a fashion show?
You are bound to get maximum conversion rates!!!

Now, how
foursquare is going to help in achieving the same?

For those who
don’t know about foursquare, it’s a free application which helps you and your
friends make the most of where you are. When you're out, use foursquare to
share and save the places you visit. And, when you're out looking for
suggestions in a city like Mumbai or Delhi or any city, it’ll give you
personalized recommendations and deals based on where you, your friends, and
people with similar tastes have been.

With the help
of foursquare, brands like Cadbury or Pepsi can feel the pulse of their
consumer anywhere in the world. Venue
owners like say, Hotel Taj in Mumbai can see the reaction, reviews and feedback
of their consumers when they check in on foursquare.

It helps you to
say whether the place touched your heart by clicking on the heart symbol,
similar to facebook like button and google+1 button but here it also allows you
to select broken heart symbol which means the place did not meet the
expectation.

Foursquare has
crossed billion checkins by their users globally and that too in a very short
span of time.

So, companies should brand themselves effectively
on social media like Foursquare which would allow them to market their place or
brand when consumer is physically present at those places and help them to get
the maximum conversion rates. Because over here, consumer is coming to you
rather then you going after the consumer!!!

3. Content Marketing

Content Marketing

Content
marketing should be the first choice for every marketer who is planning to go
online. Without content, it’s very hard to generate traffic on your site. Even
if you are successful in generating the traffic then you will find your conversion
rates far below than your expectation. In short, your ROI will be very less.

For example,
for a company who is providing online consulting on B-Schools in India, should
also provide information on various streams of MBA like marketing, HR, Finance,
Operation, IT etc… apart from the information about streams, they should
provide a brief idea about the possible set of companies in which they would
get placed and the work profile in which they would see themselves at the end
of the course.

If a user sees meaningful
content on the site, he/she is bound to take guidelines from you to know more
about what you have put on your website.

On the other
hand if you have not put useful content on your site, you may generate traffic
by using various ad campaign on search engines and other sites, you may even
increase the page views and the unique visitors, but the average time spent on
your site and bounce rate will keep increasing which is of no use as this will
decrease your conversion rate even after spending a huge of amount.

So, in my opinion companies should spend a
little budget on the content of the site rather than spending a big amount on
ad campaign. Content marketing will not only help in increasing conversion
rates, but it will also help in increasing word of mouth marketing which is the
best approach in marketing world.

I had never
heard of Google back in my school, but my seniors used to say “boss, internet pe kuchh bi information
chahiye to google use karna, sab mil jayega”. Till today, I have never used
any other search engine because; Google has helped me in giving me the content
the best way I can imagine.